Client Shanghai Tang
Location Beijing
Services Full Video Production
SHANGHAI TANG - THE XU BING COLLECTION
Fashion
Shanghai Tang, a fashion brand that embodies the fusion of East and West, collaborated with renowned intellectual artist Xu Bing for a special collection. Xu Bing is widely recognized for his square word calligraphy, an innovative art form that merges English alphabet with Chinese characters.
In the video, we delved into Xu Bing’s thoughts on art and the evolution of his craft. He draws parallels between his journey and the ethos of Shanghai Tang, we explored shared themes of cultural fusion and innovation.
To commemorate the collection, we also produced a trailer. Intentionally contrasting Xu Bing’s calm, reflective energy with a powerful electronic beat, the goal is to build excitement for the collection.
In the early 1990s, Xu began to develop a system for writing English called “square word calligraphy,” which organizes the letters of each English word into structures that resemble Chinese characters. One consequence of his project is that non-Chinese speakers can understand how Chinese characters are similarly composed of discrete phonetic and lexigraphic components.
- The Metropolitan Museum of Art